📊 Our Test Results:
- 📈 Analytics Depth: Metricool tracks 100+ competitor profiles vs Later’s 20 — Metricool wins
- 💰 Free Plan Value: Metricool offers 50 posts/month free vs Later’s 14-day trial only — Metricool wins
- 🎨 Visual Planning: Later’s grid preview shows exact Instagram feed vs Metricool’s basic calendar — Later wins
- 📊 Ad Management: Metricool supports Facebook, Google, TikTok Ads vs Later’s zero ad support — Metricool wins
- 💵 Cost Per Brand: Metricool at $3.60/brand vs Later at $25/social set — Metricool wins
Are you tired of switching between apps to manage your social media?
You need a social media management tool that does it all.
Two popular choices are Metricool and Later.
Both promise to save you time and grow your audience.
But in the debate of Metricool vs Later, which one actually delivers?
I tested both tools for weeks.
I scheduled posts, tracked analytics, and compared every feature.
Here’s what I found.
Overview
To give you the most accurate comparison, I tested Metricool and Later side-by-side.
I connected both tools to the same social media accounts.
I scheduled identical content across platforms.
I tracked analytics for the same time periods.
This gave me a clear picture of how each tool performs in the real world.
Here’s my honest breakdown.
What is Metricool?
Metricool is an all-in-one social media management and analytics platform.
It helps you plan, schedule, and analyze content across multiple social networks.
You can manage Facebook, Instagram, Twitter/X, LinkedIn, Pinterest, TikTok, YouTube, Google Business, and Twitch.
What sets Metricool apart is its focus on analytics and ad management.
You can track competitors, measure ROI, and manage paid campaigns from one dashboard.
Metricool
The analytics-focused social media management tool with ad tracking, competitor analysis, and Looker Studio integration. Perfect for data-driven marketers who want to measure ROI across organic and paid campaigns.
Metricool Pricing
Here’s what Metricool costs in 2026.
The good news? There’s a free plan you can use forever.
| Plan | Price | Best For |
|---|---|---|
| Free | $0/month | Testing the platform with 1 brand |
| Starter | $18/month | Small businesses managing up to 5 brands |
| Advance | $45/month | Agencies managing up to 15 brands |
| Custom | Contact for pricing | Enterprises with 50+ brands |
Free trial: No trial needed. The free plan is available forever with no credit card required.
Money-back guarantee: No explicit refund policy. Annual plans offer 18% savings compared to monthly billing.
📌 Note: The free plan includes 50 scheduled posts per month and 5 competitor profiles. LinkedIn and Twitter analytics require a paid plan.
⚠️ Warning: Plans auto-renew unless cancelled. Some users report difficulty cancelling subscriptions. Cancel through your account settings at least a few days before renewal.
Key Benefits of Metricool
Here’s why Metricool stands out from the competition:
- Competitor Analysis: Track up to 100 competitor profiles on paid plans. See what’s working for others in your industry.
- Ad Management: Manage Facebook, Google, and TikTok ads from one dashboard. Track spend, conversions, and ROI together.
- Looker Studio Integration: Connect your data to custom reports. Create dashboards that combine social and web analytics.
- Best Time to Post: The calendar shows optimal posting times based on your audience activity. No guesswork needed.
- SmartLinks: Create link-in-bio pages with multiple links. Track clicks and conversions from your profile link.
- Website Analytics: Track traffic from social media to your website. See which platforms drive the most visitors.
- Hashtag Tracker: Monitor hashtag performance over time. Find the tags that get you the most reach.
Metricool Pros & Cons
✅ Pros
- Generous free plan with 50 posts/month
- Powerful competitor tracking up to 100 profiles
- Ad management for Facebook, Google, TikTok
- Affordable pricing for agencies ($3/brand on Advanced)
- Looker Studio integration for custom reports
❌ Cons
- No AI content generation (scheduling only)
- Limited Instagram/TikTok posting features
- Free plan lacks LinkedIn and Twitter analytics
- Some users report auto-billing issues
What is Later?
Later is a visual-first social media planner built for creators and brands.
It started as an Instagram-focused tool and has grown to support multiple platforms.
You can manage Instagram, Facebook, Twitter/X, Pinterest, TikTok, LinkedIn, YouTube, and Snapchat.
Later’s strength is its visual content calendar and Instagram grid preview.
You can see exactly how your feed will look before you post.
Later
The visual content planner loved by 7+ million creators. Features drag-and-drop scheduling, Instagram grid preview, and Linkin.bio landing pages. Perfect for visual brands focused on Instagram aesthetics.
Later Pricing
Here’s what Later costs in 2026.
Important: Later removed their free plan. You only get a 14-day trial now.
| Plan | Price | Best For |
|---|---|---|
| Starter | $16.67/month | Solo creators with 1 social set |
| Growth | $33.33/month | Small teams with 3 social sets |
| Advanced | $73.33/month | Agencies with 6 social sets |
Free trial: 14-day free trial on all paid plans. No credit card required to start.
Money-back guarantee: No explicit refund policy. Annual billing saves 33% compared to monthly.
📌 Note: A “social set” includes one account per platform. So one social set = 1 Instagram + 1 Facebook + 1 TikTok, etc. You can’t have 2 Instagram accounts on the Starter plan.
⚠️ Warning: Later’s pricing can get confusing with the “social set” model. If you need multiple accounts on the same platform, you’ll need to upgrade. Extra social sets cost $15/month each on Growth and Advanced plans.
Key Benefits of Later
Here’s why Later stands out from the competition:
- Instagram Grid Preview: See exactly how your feed will look before posting. Drag and drop to rearrange for the perfect aesthetic.
- Visual Content Calendar: Plan your content with a beautiful drag-and-drop interface. See thumbnails of every scheduled post at a glance.
- Linkin.bio: Create clickable landing pages from your Instagram feed. Turn your profile link into a mini-website.
- Hashtag Suggestions: Get recommendations for hashtags based on your content. Available on Growth plan and above.
- User-Generated Content: Collect and repost content from your community. Great for building brand advocacy.
- Influencer Marketing: Access creator database and campaign tools on premium plans. Find and collaborate with influencers.
Later Pros & Cons
✅ Pros
- Best-in-class Instagram grid preview
- Beautiful visual content calendar
- Intuitive drag-and-drop interface
- Great Linkin.bio feature
- Influencer marketing tools on premium
❌ Cons
- No free plan anymore (only 14-day trial)
- Confusing “social set” pricing model
- No ad management capabilities
- Limited analytics depth compared to others
- Expensive for managing multiple brands
Feature Comparison
Let’s dive into a detailed comparison of Metricool vs Later.
I’ll break down 10 key features to help you decide.
| Feature | Metricool | Later |
|---|---|---|
| Starting Price | $0/month (free) | $16.67/month |
| Free Plan | ✅ Forever free | ❌ 14-day trial only |
| Visual Grid Preview | ❌ Basic calendar | ✅ Full Instagram preview |
| Competitor Analysis | ✅ Up to 100 profiles | ✅ Up to 20 profiles |
| Ad Management | ✅ FB, Google, TikTok | ❌ Not available |
| Link-in-Bio | ✅ SmartLinks | ✅ Linkin.bio |
| AI Features | ✅ AI text generator | ✅ AI caption writer |
| Team Collaboration | ✅ Advanced plan only | ✅ Growth plan and up |
| Platforms Supported | 9 platforms + Twitch | 8 platforms + Snapchat |
| Best For | Analytics & agencies | Visual content creators |
1. Content Scheduling
Metricool: Offers unlimited scheduling on paid plans with up to 2,000 posts per month on Starter and 5,000 on Advanced. The calendar shows optimal posting times based on when your audience is most active. You can schedule posts for all major platforms plus Twitch for live stream announcements.
Later: Limits scheduling based on your plan. Starter gets 30 posts per profile per month (180 total across 6 platforms). Growth and Advanced offer more posts. The drag-and-drop calendar makes it easy to reschedule content visually.
2. Visual Planning
Metricool: Uses a color-coded calendar showing post status and best times to publish. The interface is functional but not as visually oriented. You see thumbnails in the calendar view but no feed preview for Instagram.
Later: This is where Later truly shines. The Instagram grid preview lets you see exactly how your feed will look before posting. You can drag and drop images to rearrange them for the perfect aesthetic. For visual brands, this feature makes a huge difference.
💡 Test Result: Later’s grid preview is the best I’ve tested. If maintaining a cohesive Instagram aesthetic is your priority, Later wins this category hands-down.
3. Analytics & Reporting
Metricool: Offers deep analytics across all connected platforms. You get follower growth, engagement rates, reach, impressions, and click-through rates. The Looker Studio integration lets you build custom dashboards. Reports can be exported as PDF or PowerPoint for client presentations.
Later: Provides basic analytics for post performance, engagement, and follower trends. Instagram gets the most detailed metrics while other platforms are more limited. The Starter plan doesn’t include Instagram Story performance, Reels analytics, or audience insights.
4. Competitor Analysis
Metricool: Track up to 5 competitors on the free plan and up to 100 on paid plans. You can see their posting frequency, engagement rates, and top-performing content. This helps you benchmark your performance and find content ideas that work.
Later: Offers competitor tracking on paid plans with up to 20 profiles on the Advanced plan. The feature is newer and less developed compared to Metricool. You can compare performance metrics but the insights are more basic.
5. Ad Management
Metricool: Integrates with Facebook Ads, Google Ads, and TikTok Ads. You can monitor ad spend, conversions, and ROI alongside your organic performance. This unified view helps you manage your total social media budget across paid and organic efforts.
Later: Does not offer any ad management capabilities. If you run paid social campaigns, you’ll need a separate tool like Meta Ads Manager or a dedicated ad platform. This is a significant gap for marketers managing paid media.
💡 Test Result: Metricool is the clear winner for anyone running paid campaigns. Having organic and paid data in one dashboard saves significant time and provides better insights.
6. Link-in-Bio Tools
Metricool: SmartLinks lets you create link-in-bio pages with multiple links. You can track clicks and see which links perform best. The feature is included in paid plans with multiple link pages available.
Later: Linkin.bio is one of Later’s standout features. It turns your Instagram feed into a clickable landing page. Each post can link to a different URL. The visual approach matches Later’s aesthetic-focused philosophy perfectly.
7. AI Features
Metricool: Offers an AI Social Media Assistant for generating copy ideas. Free users get 3 uses per month. Starter plan gets 3 uses per brand per month. Advanced and Custom get 50 uses per brand per month. It helps with captions but won’t write full content.
Later: Includes an AI caption writer and content ideas generator. Starter gets 5 AI credits. Growth gets 30 credits. Advanced gets 50 credits. You can purchase additional credits for $5 per 100 on Growth and Advanced plans.
8. Team Collaboration
Metricool: Team features are only available on the Advanced plan and higher. You can add unlimited team members and assign role permissions. Collaboration includes leaving notes on posts and sending content for approval.
Later: Offers team collaboration starting from the Growth plan with 3 users included. Advanced plan includes 6 users. Extra users cost $5 each per month. Role-based permissions help manage approval workflows.
9. Platform Support
Metricool: Supports Facebook, Instagram, Twitter/X, LinkedIn, Pinterest, TikTok, YouTube, Google Business, and Twitch. It’s one of the few tools that supports Twitch for streamers. All platforms are available on all plans.
Later: Supports Instagram, Facebook, Twitter/X, Pinterest, TikTok, LinkedIn, YouTube, and Snapchat. The “social set” model means one account per platform per set. To manage multiple accounts on the same platform, you need more social sets.
10. Pricing & Cost
Let’s compare the pricing plans side by side.
| Plan Level | Metricool | Later |
|---|---|---|
| Free/Entry | $0/month (forever) | $16.67/month (trial only free) |
| Mid-Tier | $18/month (5 brands) | $33.33/month (3 social sets) |
| Pro/Advanced | $45/month (15 brands) | $73.33/month (6 social sets) |
| Enterprise | Custom pricing | Not available |
Metricool: Significantly more budget-friendly at scale. Managing 5 brands costs $18/month ($3.60 per brand). The free plan lets you test everything before committing. Annual billing saves 18%.
Later: More expensive for managing multiple accounts. One social set costs $16.67/month minimum. The confusing social set model means you pay more to manage multiple accounts on the same platform. Annual billing saves up to 33%.
💡 Test Result: Metricool is significantly more cost-effective for agencies and businesses managing multiple brands. Later’s pricing makes sense only for individual creators focused on Instagram aesthetics.
Different Scenarios
| If You Need… | Choose | Why |
|---|---|---|
| Free plan forever | Metricool | 50 posts/month free, Later is trial only |
| Instagram grid preview | Later | Best visual feed planning in the market |
| Ad campaign tracking | Metricool | FB, Google, TikTok Ads in one dashboard |
| Manage 5+ brands | Metricool | $3.60/brand vs $15+/social set |
| Competitor analysis | Metricool | Track 100 profiles vs Later’s 20 |
| Influencer marketing | Later | Creator database and campaign tools |
| Simple visual scheduling | Later | Intuitive drag-and-drop calendar |
💰 Your Budget
Metricool wins on value, especially for agencies. You can manage 5 brands for $18/month. Later’s equivalent would cost $75+ with extra social sets. If budget matters, Metricool is the clear choice.
🔌 Your Tech Stack
Metricool integrates with Looker Studio, Google Ads, and more. Later integrates well with visual content tools and Canva. Choose based on what tools you already use in your workflow.
📝 Your Content Style
If you’re a visual brand focused on Instagram aesthetics, Later’s grid preview is unmatched. If you care more about data and analytics, Metricool’s reporting is deeper and more customizable.
🎓 Your Experience Level
Both tools are beginner-friendly. Later is slightly more intuitive with its visual approach. Metricool has more features which means a slightly steeper learning curve. Both have good help documentation.
🆓 Free Trials and Demos
Metricool’s free plan lets you test indefinitely with 50 posts/month. Later only offers a 14-day trial. I recommend starting with Metricool’s free plan to learn the basics before deciding.
🛟 Support Options
Both offer email support and help documentation. User reviews mention responsive support from both companies. Later users praise their customer service while some Metricool users report slower responses.
Switching Guide
Already using one of these tools? Here’s what to expect if you switch.
🔄 Switching from Metricool to Later?
✅ What you’ll gain:
- Beautiful Instagram grid preview for visual planning
- More intuitive drag-and-drop calendar interface
- Influencer marketing tools and creator database
❌ What you’ll lose:
- Ad management for Facebook, Google, and TikTok
- Deep competitor analysis (100 vs 20 profiles)
- Looker Studio integration for custom reporting
📋 How to switch:
- Export your scheduled posts from Metricool as CSV
- Sign up for Later’s 14-day free trial
- Manually recreate your content calendar in Later
🔄 Switching from Later to Metricool?
✅ What you’ll gain:
- Free plan with 50 posts/month (no more subscription)
- Ad management across Facebook, Google, TikTok
- Track 100 competitor profiles with deep analytics
❌ What you’ll lose:
- Instagram grid preview for visual feed planning
- Intuitive visual drag-and-drop calendar
- Influencer marketing tools and creator database
📋 How to switch:
- Download your media library from Later
- Create a free Metricool account
- Connect your social accounts and upload your content
Final Verdict
| Category | Winner |
|---|---|
| 💰 Pricing & Value | Metricool |
| 🎨 Visual Planning | Later |
| 📊 Analytics Depth | Metricool |
| 📈 Competitor Analysis | Metricool |
| 📺 Ad Management | Metricool |
| 🔗 Link-in-Bio | Tie |
| 👥 Team Features | Tie |
| 🏆 Overall Winner | Metricool |
🏆 WINNER: Metricool
Metricool wins 5 out of 8 categories.
Best for: Agencies, data-driven marketers, businesses running paid ads, and anyone managing multiple brands.
Metricool and Later serve different types of users.
Metricool is the analytics powerhouse.
It gives you deep insights into your performance and your competitors.
The ad management feature is a game-changer for paid media marketers.
And the pricing is unbeatable for agencies managing multiple clients.
Later excels at visual content planning.
The Instagram grid preview is the best in the market.
If you’re an Instagram-focused creator who cares deeply about aesthetics, Later is worth the premium.
But for most users, Metricool offers more value for less money.
The free plan alone makes it worth trying first.
Now go elevate your social media game!
More of Metricool Compared
Here’s how Metricool stacks up against other competitors:
Metricool wins on: Pricing, free plan, ad management
Sprout Social wins on: Enterprise features, social listening, CRM integration
Metricool vs Socialpilot
Metricool wins on: Free plan, competitor analysis, Looker Studio
Socialpilot wins on: Team collaboration, client management, bulk scheduling
Metricool vs Buffer
Metricool wins on: Analytics depth, ad management, competitor tracking
Buffer wins on: Simplicity, per-channel pricing, learning curve
Metricool wins on: Pricing, free plan, ad platform integration
Agorapulse wins on: Social inbox, team workflows, customer support
Metricool vs Hootsuite
Metricool wins on: Pricing, free plan, ease of use
Hootsuite wins on: Enterprise features, social listening, integrations
Metricool vs Sendible
Metricool wins on: Free plan, analytics, ad management
Sendible wins on: White-label reports, agency features, content suggestions
Metricool vs Loomly
Metricool wins on: Free plan, competitor analysis, ad tracking
Loomly wins on: Content ideas, approval workflows, calendar view
More of Later Compared
Here’s how Later stacks up against other competitors:
Later wins on: Visual planning, Instagram grid preview, pricing
Sprout Social wins on: Analytics, social listening, enterprise features
Later wins on: Instagram grid preview, visual planning, Linkin.bio
Buffer wins on: Pricing flexibility, free plan, simplicity
Later wins on: Visual content calendar, ease of use, Instagram focus
Hootsuite wins on: Analytics depth, integrations, enterprise features
Later wins on: Visual planning, Instagram grid, user interface
Socialpilot wins on: Pricing, bulk scheduling, client management
Later wins on: Instagram grid preview, Linkin.bio, visual focus
Loomly wins on: Content ideas, approval workflows, pricing
Later wins on: Visual planning, Instagram focus, ease of use
Agorapulse wins on: Social inbox, team features, analytics
Frequently Asked Questions
What is better, Later or Metricool?
Metricool is better for most users. It offers a free plan, deeper analytics, and ad management. Later is better only if you need Instagram grid preview and visual content planning.
Is Metricool better than Later?
Yes, Metricool wins on value, analytics, and pricing. It tracks 100 competitor profiles versus Later’s 20. It manages ads on Facebook, Google, and TikTok while Later has no ad features.
Does Metricool have a free plan?
Yes, Metricool offers a free plan forever. You get 1 brand, 50 scheduled posts per month, and 5 competitor profiles. No credit card required to start.
Is Later free to use?
Later no longer has a free plan. They removed it and now only offer a 14-day free trial. After the trial, you must pay at least $16.67/month to continue.
Which is the best social media scheduler?
For most users, Metricool offers the best balance of features and price. For visual brands focused on Instagram aesthetics, Later’s grid preview makes it worth considering despite the higher cost.
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